BARDSTOWN, Ky., Jan. 29 /PRNewswire/ -- As previously announced, Heaven Hill Distilleries, Inc., of Bardstown, Ky., has today acquired the domestic and international rights to various brands and trademarks of distilled spirits from Guinness America, Inc. In a subsequent transaction several of the brands have been sold to the David Sherman Corporation of St. Louis, Mo., a leading importer, bottler and marketer of distilled spirits. Terms of the transaction were not disclosed.
The brands acquired and retained by Heaven Hill include such strong national and regional trademarks as Coronet and J. Bavet Brandies, DuBouchett Cordials, Dubonnet Wine, J.W. Dant and Cabin Still Bourbons, Philadelphia Blended Whiskey, Grande Canadian and specialty products, Amarito Amaretto and Southern Host Liqueurs. Based upon data obtained from "Impact" and "Market Watch" trade publications, adding these products to its current portfolio makes Heaven Hill the 8th largest supplier of distilled spirits on a case sales basis in the U.S. market.
"This purchase reflects our strategic direction of becoming an increasingly larger force in the American and worldwide distilled spirits market and is part of our continued operating strategy involving the acquisition of domestic and imported products," said Max L. Shapira, Executive Vice President for Heaven Hill. "These brands fit perfectly into our niche marketing philosophy and expand our company's sales activities broadly, not only domestically, but throughout the world into categories and regions where we were not previously represented."
For Heaven Hill, this represents the fourth acquisition of brands in the past six years. In December 1986, the company purchased Aristocrat Brandy from Anheuser-Busch, Inc; in May 1989, a group of strong regional trademarks including Burnett's Gin, Vandermint Liqueur, Henry McKenna Bourbon and 100 Pipers Scotch from Joseph E. Seagrams & Sons, Inc.; and in July 1991, Copa de Oro Coffee Liqueur from Potter Distilleries, Inc.
"Aggressive and comprehensive new marketing programs will be developed for the purchased brands during the next 90 days. We intend to actively promote and merchandise these products on a long-term basis," Shapira said.
Heaven Hill, the largest remaining family-owned distillery in the United States, is one of the world's leading marketers of Bourbon whiskey and is the world's third largest holder of inventories of Bourbon whiskey, America's only indigenous distilled spirit product. Their flagship brands include Evan Williams, one of the top five selling Bourbons in the United States; Elijah Craig, a twelve year old premium Bourbon whiskey; the company's well-known Heaven Hill brand; Burnett's Gin and Burnett's Vodka; Harwood Canadian Whisky; Vandermint Liqueur; and Copa de Oro Coffee Liqueur. In addition, the company represents several foreign suppliers including the Invergordon Distillers Group for its Cluny Scotch and Isle of Jura Single Malt; Bols Distilleries for its Cynar and Sambuca Sarti brands; Unicognac for its Ansac Cognac; P. Lazzaroni & Figli for Lazzaroni Amaretto; and Destileria Serrales, Inc. for Ron LLave Puerto Rican Rum.
David Sherman Corporation has purchased from Heaven Hill a number of trademarks including such brands as Yellowstone and Ezra Brooks Bourbon whiskies; Boord's Vodka and Gin; Canadian Springs and Canadian Deluxe Canadian whiskies; Chapala and Expresso Coffee Liqueurs. Sherman, the fourth largest importer of tequila in the United States also acquired Azteca, Fonda Blanca and Gavilan tequila brands. The acquisition will expand Sherman's volume by as much as 30 percent.
"This acquisition is consistent with our long-term strategy of becoming a national marketer of regional brands," said Donn S. Lux, President of David Sherman Corporation. "We plan to develop aggressive and new marketing sales support programs to solidify the distribution base and sales potential of the brands. Further, we plan to expand the brands outside their traditional regions by capitalizing on our current distributor network."
Founded in 1958, David Sherman Corporation has grown steadily over the past 35 years by maintaining a well-executed strategy of label acquisitions and proprietary brand development. The newly secured trademarks complement the wide array of existing David Sherman Corporation products which include Saint Brendan's Irish Cream Liqueur, Purple Passion, Juarez Tequila, Caffe Lolita Coffee Liqueur, St. Remy Napolean Brandy, Ron Matuslaem Rums, Roncoco Coconut Liqueur, Everclear Grain Alcohol and Jacob Demmer German Wines.
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/CONTACT: Max L. Shapira, Executive Vice President, Heaven Hill Distilleries, 502-348-3921, (fax) 502-348-0162, or Donn S. Lux, President, David Sherman Corporation, 314-772-2626, (fax) 314-772-6015/